Research from tech giant CISCO states that 80% of the world’s internet traffic will be video by 2019—and since 2019 is half over, why haven’t you started using video in your marketing tactics yet?!
With your video marketing excuses in mind, the San Diego Central HubSpot User Group’s (SDCHUG) recent June event kicked off addressing the top 6 reasons they've heard from professionals and business owners about why video still hasn’t made the cut into their strategies.
In this blog, learn everything you need to know about video marketing and utilizing HubSpot Video features to grow your business.
6 Excuses To Not Do Video Marketing
- Video is not a necessity for us
- I don’t have experience in video marketing
- I don’t have budget for video marketing
- I don’t have the right tools for video marketing
- I don’t know what kind of videos I need
- I don’t know what to do with the videos once I have them
Do any of these sound familiar?
If so, no worries... below we debunk each one so you can learn more about video marketing and how its changed content consumption - so you can finally start using videos to engage, attract and delight your leads and customers.
#1 - Video is not a necessity for us
If you have chalked up video marketing to just a fad, then you seriously need to think again. Not only is ⅓ of all time spent online watching videos, but a remarkable 1 in 4 consumers lose interest if a company doesn’t have video!
This reinforces the fact that Americans—in particular—have preferred to watch things like television or movies over reading for a while now, but don’t go and assume watching versus reading is only preferred for news and entertainment. Google has also stated that the B2B marketplace is focused on digital and video.
In fact, 70% of B2B researchers watch video during the path to purchase, with videos about product features at the top the list, followed by how-tos and professional reviews and nearly half of all potential B2B buyers watch 30 minutes or more of B2B-related videos.
How B2B marketers use the customer lifecycle to determine the type of video content that will most effectively engage buyers at each stage.
#2 - I don’t have experience in video marketing
So, now that you know why it’s a necessity to start showcasing your content in video format for your marketing strategy, your next excuse is that you don’t have the experience. Right, what if we told you that…
You DON’T need experience! But you do need a smartphone.
If you are a smartphone owner, you (literally) have video at your fingertips on a daily basis. All you need to do is press that camera icon on your phone and hit the video button instead of the camera—and you are ready to shoot your first video.
#3 - I don’t have budget for video marketing
If you have access to a smartphone and the Internet, you most likely can make videos for your marketing with close to nothing. Forbes goes as far to say that,
“Overproduced or overly slick videos can leave potential clients or customers feeling talked at, rather than to, leading viewers to feel disconnected from the content and can create the perception that the presentation is inauthentic.”
If you are curious about how to build a budget for a video marketing project or you just want to gather information on what others in the industry are spending, Vidyard offers a pretty cool free template on how to plan a video budget. Check it out here.
#4 - I don’t have the right tools for video marketing
So, you are considering video marketing now. You’ve learned you don’t need experience or even a big budget to get started, but you DO need the right tools in place to make it happen.
If you are a HubSpot user, you are golden, as late last year they partnered with Vidyard to develop HubSpot Video—a series of new features included throughout the platform, giving you the ability to create, host, manage, customize, and measure video in new and improved ways. These new features are free for all Pro and Enterprise customers and require very little set-up and there are additional features available with various pricing options here.
Watch the video below for more details:
In addition, with the free version, you’ll now be able to host 250 videos in your file manager and these videos will have optimal playback, transcoding, and can be embedded into blog posts and landing pages in one click. You can learn more about Hubspot Video in our Hubspot products announcements blog from Inbound 2018.
Another great video marketing tool that integrates with HubSpot is Wistia. Learn more about this in our recent blog, ‘Get More Out of Your Videos With Wistia & HubSpot’.
#5 - I don’t know what kind of videos I need
This is a solid excuse and requires a little bit more brainstorming and effort, but it’s still not a barrier to entry. Think of the journey a buyer goes through to purchase a product.
- First: hey are ‘attracted’ by educational content you provide;
- Second: They are ‘engaged’ by more detailed information about the product or service with a case study or testimonial;
- Third: They are ‘delighted’ by a demo, trial, or consultation.
This snazzy journey is also coined the ‘HubSpot Flywheel’ (previously the Funnel) and it uses the momentum of your happy customers to drive referrals and repeat sales. Basically, your business keeps spinning in a circle, instead of down and out of a funnel scenario.
You can then take each stage of the Flywheel and create videos to attract, engage, and delight! Examples of these are below:
- Attract videos: Promotional, social, explainer, and vlogs
- Engage videos: Webinars, chalk boards, and customer stories
- Delight videos: Product demos, 1:1 personal message videos, and culture captures
#6 - I don’t know what to do with the videos once I have them
Now that you know what types of videos to create, what do you do with them? Don’t worry we’ve got you covered. Check out some ideas below:
Attract videos: Add to landing pages, post to social channels, add to web pages and blogs
Engage videos: Gate on-demand webinars, add video content to your resource page, send demo recordings or case study videos to prospects, add living social proof to website
Delight videos: Send a welcome or thank you video to customers, respond to customer service tickets, add video to knowledge base articles, create a living greeting card
Ready to Implement Video Marketing?
If you made it this far, we must have done a pretty darn good job on debunking your excuses around video marketing. Are you ready to get started? Want to chat to a HubSpot expert that will help you succeed?
Interested in attending SD Inbound’s next HubSpot User Group event?
- Date: July 17th/ Time: 5:30pm
- Location: Incubate Ventures, 2251 Las Palmas Dr, Carlsbad CA 92011
- Free Live Workshop - Brian Serocke from Beacons Point, Inc. will lead a 1-hour workshop to help you convert & close using marketing automation and lead nurturing with HubSpot's tools.
- For more information or to register, click here.
Also - check out our blogs from the previous HubSpot events:
- SDCHUG - ‘Learn About Voice of the Customer Optimization’
- SDHUG - ‘Improve your Content Strategy with HubSpot SEO Tools’